A study on the Influence of Airline IWOM Information Characteristics on Consumers' Purchase Intention in the Era of Big Data: a Study Based on the Perspective of Consumers’ Perceived Value

Abstract

With the rapid development of big data computing and computer technology, consumers are more and more inclined to choose online shopping, especially in today's increasingly fierce competition among airlines, Internet Word of Mouth (IWOM) also reputation becomes more important. IWOM has communication characteristics such as fast spreading speed, wide influence, and strong persistence, which has a great impact on consumers' choice decisions. Therefore, an in-depth understanding of IWOM has certain guiding significance for big data analysis of service quality and customer perception of the influencing factors. Based on the theory of perceived value and purchase intention, this paper constructs a SOR model using computer technology from the dual perspectives of consumer perceived value and airline environment. The obtained data were analyzed using Smart PLS3.0 software, and the conclusions drawn were: word-of-mouth information has a positive impact on perceived value, and perceived value indirectly affects customers' willingness to buy, and perceived value has different mediating effects.